How to Execute Successful Influencer PR Correctly

Influencers are becoming an increasingly popular tool in PR work. They have a wide reach, provide access to a specific target audience, and can even sustainably influence them. Currently, 58% of survey participants use influencers, and another 26% plan to do so in the future. This led us to ask how PR professionals should structure such collaborations to ensure success. Marie-Christine Schindler, co-author of “PR in the Social Web,” shared her expert tips with us to ensure that no collaboration flops:

What Exactly Are Influencers?

To this day, there is no uniform definition. Therefore, it is crucial for PR professionals and their clients to have a common understanding. This ensures both parties have the same expectations of influencer communication. Let's clarify the terms first:

Multipliers

Multipliers can spread messages to their audience due to their position, profession, and/or network. It should be noted that journalists, politicians, or executives can also be multipliers without necessarily being influencers.

Personal Brands

Influencers have positioned themselves on social media platforms with a clear, recognizable, and independent presence. However, influencers are not synonymous with personal brands. Influencers are always personal brands, but not all personal brands have the impact of an influencer.

Influencers

There is no universally accepted definition here either. However, I find that the three pillars described by Brian Solis, on which their influence is based, are a good approximation:

• Reach: Quantitatively, measured by the size of the community. Qualitatively, in terms of image and credibility.
• Relevance: The degree of authenticity with which they earn the trust of their community.
• Resonance: The exchange with followers and the amount of interaction.

What Are Your Tips for Working with Influencers in PR?

When working with influencers, it is essential that they fit the brand and the target audience. Additionally, several points must be clarified and agreed upon before starting the collaboration to meet expectations on both sides. I have created nine segments that serve as a guide when planning influencer cooperation:

The 9 Guidelines for Planning Influencer Cooperation

Compensation

The most important question is the form of compensation. Is there compensation? If so, does the influencer receive money or get to use specific products? An image boost for the content creator can also be a form of compensation.

Reach

A common reason for collaborating with influencers is to use their reach: the more reach, the better. However, this does not always lead to the desired result. A cooperation can be smaller for good reasons. Nano-influencers, for example, may have a small reach but usually have high authenticity because they interact a lot with their community and often provide access to a special-interest target group.

Topic

Personalities who are already in the spotlight due to their activities gain followers primarily because of their prominence. I call them generalists because the topic focus is not crucial for visibility and reach. Generalists can create awareness for companies, but at least the cultural fit should be given. Specialists, on the other hand, build their popularity through their expertise, which they share with their followers.

Contribution

Here, a distinction is made between creators and curators. The former actively create content on the social web and usually share it on several platforms simultaneously. Curators, on the other hand, rarely write their own posts but look for high-quality posts from other users, evaluate them with their expertise, and then share them with their followers.

Sustainability

There are influencers who promote a cause because they are convinced of it. Due to their reach, they also generate short-term attention. However, this cannot be referred to as influencer relations. They do not become permanently associated with a topic through their short or one-time engagement. Long-term bonding only develops through long-lasting, partnership-based collaboration, where content is developed together.

Channels

When we talk about influencers, we usually think of their own channels. This can also be the reason for cooperation: An organization wants to be noticed by the community and tap into new target groups. Despite partnership collaboration, control over communication lies with the influencer. However, companies can also invite content creators to their own platforms, such as guest authors or interview partners, making them directly visible to the company's existing community. Often, influencers also share such posts with their own followers. Another form of collaboration is the takeover: An opinion leader takes over a channel for a defined period.

Network

There is the option of collaborating with an influencer within one's own network. This can amplify the company's impact within these circles. However, this does not reach new users and cannot expand the target audience. This can only be achieved with content creators outside the company's own communication arena.

Role

Influencers do not need to have a large reach from the start. Everyone started small and grew over time. Corporate influencers can be an effective tool in PR. These are employees who have built a network beyond the company through their expertise and social skills. They can also be promoted, and their community can be utilized.

Age

People of the same age or life stage are more likely to be influenced by their peers. However, people also connect through common interests. In such cases, age is secondary.

Additionally, the background story of an opinion leader should always be checked. This can pose a significant reputational risk for the company.

For example, if an influencer promotes climate protection today but was an avid Porsche driver until a few years ago, cooperation with an environmentally friendly product could appear inauthentic. It is also worth checking the influencer's unique selling proposition (USP). Is it just about posting beautiful pictures, or does the person actually have special skills in the desired area? For a hiking boot manufacturer, collaborating with an influencer who frequently travels in the mountains would be worthwhile.

When choosing the right influencer, it is essential to consider these nine segments. For each point, you need to assess which option better suits your client's goals. The best approach must always be decided individually. Once you have determined these criteria, you can start looking for a suitable content creator and request collaboration.

What Can PR Managers Learn from Influencers and Vice Versa?

PR professionals in a corporate environment, who deal with large processes and long approval guidelines, can learn a lot from influencers. Influencers approach public relations with simple methods and great perseverance, achieving a significant impact.

Influencers take the freedom to make mistakes and then learn from them. Also, not all content is perfect. Here, authenticity is more important.

In companies, on the other hand, measures are long planned, produced, and optimized. Additionally, companies usually have to demonstrate with key figures what results were achieved through their work.

Furthermore, content creators are approachable people with whom users can identify. A company, on the other hand, is very anonymous, just a brand, a name, or a logo. Many corporates find it challenging to engage with the community properly. Just because social media profiles of companies are algorithmically served worse than those of individuals. Nevertheless, companies can learn a lot from the casual handling and authenticity of opinion leaders. Ultimately, however, the appearance must always fit the brand to avoid having to pretend.

But influencers can also learn from PR professionals' approaches. This includes, above all, a certain professionalism in their appearance, in collaboration with companies, or simply continuity on the chosen platforms. Their images and addresses should become increasingly professional as the audience grows.

What Are the Most Important Metrics for Measuring Success on Social Media Platforms? How Do You Find Them?

Success measurement begins with defining clear goals. Then, consider how these goals can be measured. For example, if a channel is primarily used for employer branding, as is often the case with TikTok, you need to monitor the development of applicant numbers. If you also want to attract young talent, the average age of applicants is also relevant. Only if these values develop in the desired direction can the related communication be considered successful.

I would generally distinguish between quantitative and qualitative KPIs. For the former, the number of followers is always a popular metric when choosing an influencer. However, it often overlooks how content creators interact with their audience. Interaction rates, such as likes, comments, and shares, are important indicators, especially when viewed over time and showing continuous growth. Particularly interesting in collaboration with influencers can be comparing the reach of posts about your topics with those from other collaborations. However, you depend on the opinion leader to provide these values.

Qualitative KPIs, such as sentiment or brand perception, often say much more about the success of a campaign. However, these usually cannot be simply extracted from one of the many analytics platforms but must be manually collected.

When collaborating with influencers, always try to capture the community's resonance. This is particularly evident through users' reactions in direct messages. Are they excited about the products, asking further questions, interested in what is presented, or are they rather critical?

When evaluating such collaborations, keep in mind that you cannot capture reactions and feedback from the “dark social” area. This includes, for example, WhatsApp messages where products presented by influencers are discussed or forwarded.

For more interesting information on PR in the social media sector, check out our latest market study. You will also learn exciting insights into the working methods of PR managers in the DACH region, current digitization, and promising future trends. You can download the study for free here:

Marie-Christine Schindler

Senior Consultant mcschindler.com GmbH

The founder and owner of the agency mcschindler.com in Zurich advises companies and organizations on online PR and strategic communication. She is a blog author, university lecturer and co-author of the book "PR in the Social Web". She has been researching and developing the topic of newsrooms for several years.